The Burden of Gifts: How Givers Mispredict Negative Reactions of Receivers

Givers often mispredict receivers’ reactions towards a gift. Four studies demonstrate that givers also underestimate receivers’ feelings of indebtedness, driven by receivers’ increased feelings of guilt after getting the gift. Feelings of indebtedness then lead to increased likelihood of giving a return gift, which givers also do not anticipate.


Lingrui Zhou and Tanya Chartrand (2020) ,"The Burden of Gifts: How Givers Mispredict Negative Reactions of Receivers", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1150-1154.


Lingrui Zhou, Duke University, USA
Tanya Chartrand, Duke University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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